In a groundbreaking collaboration, global advertising giant WPP and leading chipmaker Nvidia are joining forces to bring generative artificial intelligence (AI) to the forefront of advertising. This pioneering technology is set to drastically accelerate the production of custom advertising content, slashing production times from weeks to mere minutes.
Unleashing the Power of Generative AI in Advertising
The technological platform, announced by Nvidia CEO Jensen Huang in Taiwan, integrates 3D imaging software with Nvidia’s potent AI capabilities. This combination is capable of generating photorealistic images – a car, for instance – which can be seamlessly incorporated into video or 2D advertising campaigns.
Remarkably, the AI platform is designed to adapt the image to various settings, whether a sun-drenched desert or a rain-soaked street. It showcases the vehicle responding realistically to its environment – glistening wet in the rain, or reflecting harsh sunlight – processes that previously required days of green screen or on-location filming.
The accelerated pace of production is a boon for advertisers seeking agility in their campaigns. They can rapidly adapt their content for different markets or countries, placing the car in bustling Hong Kong streets or amidst the towering skyscrapers of New York, for instance.
Customizing Campaigns for Digital Channels
This innovative platform is not only geared towards geographic customization but is also primed to cater to specific user groups across different digital platforms like YouTube or TikTok. WPP’s chief technology officer, Stephan Pretorius, spoke of the potential to personalize and customize advertising to virtually every environment in the world. The impressive feat of creating 10,000 variants of an ad within a few minutes is now within reach.
“We are able to use generative AI to now personalise and customise advertising to every environment in the world: you can create 10,000 versions within a couple of minutes.” – Stephan Pretorious.
Balancing Creative Jobs and AI Automation
Despite the undeniable benefits of AI in advertising, concerns linger over AI replacing creative jobs in the industry. In response, WPP’s CEO, Mark Read, stressed that while it’s easier to predict the jobs AI might disrupt, it’s harder to identify the jobs it might create. He added that clients are starting to see ways of rapidly reducing production costs to meet the demands of new digital channels.
“It’s much easier to identify the jobs that AI will disrupt than it is to identify the jobs that AI will create. We’ve applied AI a lot to our media business, but very little to the creative parts of our business.” – Mark Read.
One crucial facet of this collaboration involves a tie-up with Getty Images, mitigating copyright concerns by ensuring that AI doesn’t scrape and unlawfully use copyrighted images.
An Early Adopter in AI Advertising
WPP has been experimenting with this technology alongside Nvidia for several years. Nvidia’s vice-president of Omniverse and simulation technology, Rev Lebaredian, emphasized that the time has come to fully embrace generative AI in advertising. The company’s stock price recently soared due to their advancements in AI technology.
As Jensen Huang of Nvidia observed, industries worldwide, including the $700bn digital advertising sector, are rushing to harness the potential of AI. This partnership with WPP could offer brands “product experiences and compelling content at a level of realism and scale never possible before.”
Indeed, the WPP and Nvidia collaboration signals a new dawn in advertising, a domain where generative AI, once the stuff of science fiction, is poised to become an everyday tool.
For the first time in over 3 years, our CEO Jensen Huang will deliver a live keynote onstage at #COMPUTEX2023. Tune in for the keynote livestream to discover the latest #AI innovations and technologies. Sunday, May 28 at 8 p.m. PT. https://t.co/iZ8C82sroN pic.twitter.com/jaoOKQsdfy
— NVIDIA (@nvidia) May 26, 2023
As we stand at the brink of a new era in advertising, it’s exciting to see AI technologies like these transform the landscape of what’s possible. The collaboration between WPP and Nvidia is undeniably an impressive leap forward, potentially setting the standard for future advertising endeavours.
But what are your thoughts on this development? How do you see generative AI impacting the advertising industry? Are you excited about the prospect of hyper-personalized, ultra-realistic ads, or do you harbor concerns over the implications of AI in creative fields? We’d love to hear your insights and opinions. Please feel free to share your thoughts in the comments below.